Available for new projects

Gianina Baca

Creative Strategist · Brand Designer · Digital Builder

Comunicaciones — Branding · Lima, Peru · 8+ years

I think in strategy, speak in design, and ship in code. I build brands that are culturally sharp, visually exceptional, and commercially serious — from the first sketch of an identity to the digital systems that run the business behind it.

"Most people hire a designer or a marketer. My clients get both — plus the engineer who builds what's needed to make it run."

Experience & Impact

Founded & scaled Poupette — fashion e-commerce brand, pivoted to media-commerce model, sustained multi-year growth through content-led strategy and seasonal campaigns exceeding S/60K in peak months.
Built Trazzos from zero — digital editorial library. Full brand architecture, UX design, and product system built for curated discovery and D2C conversion.
Led creative & UX strategy for Ferrand & Cia — redesign contributed to the brand's best historical sales month post-launch.
Developed PosPe — proprietary POS system with SUNAT-integrated electronic billing. Full-stack: PHP 8, MySQL, JavaScript, Bluetooth printing. Deployed at Las Delicias (est. 1974).
Growth marketing — Meta Ads, Google Ads, email flows, CRM workflows, organic content strategy across multiple brands and verticals.
Analytics infrastructure — GTM, GA4, Google Search Console, Looker Studio implementation and reporting for data-driven decision making.

How I work

Diagnose

Brand audit, competitive landscape, positioning gaps. No assumptions — only what the data and the market say.

Strategize

Define the brand's position, voice, visual language, and growth vectors before touching any design tool.

Build

Design, develop, and deploy — brand identity, web, digital systems, campaigns. End-to-end, no hand-offs.

Measure

Analytics, conversion tracking, CRM, reporting. Decisions stay grounded in what's actually happening.

Toolkit

Strategy & Brand

Brand Strategy Creative Direction UX Design Content Strategy Figma

Growth & Marketing

Meta Ads Google Ads SEO / SEM Email Marketing HubSpot / CRM

Analytics

GTM GA4 Search Console Looker Studio

Engineering

HTML / CSS / JS PHP 8 MySQL Shopify WordPress SUNAT / OSE API

AI & Automation

AI-assisted workflows Prompt engineering Automation & CRM flows

Languages

Spanish — native English — C1

Availability

Open to projects and collaborations

Remote — Lima, Spain, LATAM, United States

Project-based · Retainer · Full-time open to the right opportunity

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Selected work

Poupette · Trazzos · Ferrand & Cia · Las Delicias — case studies in branding, e-commerce, UX and digital systems.

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